American Consumers Unaware of Dangers of Cadmium in Their Living Rooms
January 25 2017 - 9:00AM
Business Wire
A new survey of adult consumers in the United States, Britain
and Germany revealed a lack of awareness about cadmium, a highly
toxic heavy metal used in some home electronics including
televisions and computer monitors. Consumers surveyed seem to be
unaware that governments are sanctioning the use of cadmium when
suitable alternatives already exist and dominate the television and
monitor market. Three-quarters of consumers surveyed in each
country rejected cadmium-based products and say they would be
willing to purchase safer electronics based on the fact that they
did not contain cadmium.
The independent online survey was conducted between November 30
and December 2, 2016 among 1,003 U.S. adults, aged 18 and older;
1,005 U.K. adults, 18 and older; and 1,029 German adults, 18 and
older.1
Key survey findings and takeaways:
Overall awareness of cadmium and its use
in home electronics is low:
- General awareness of cadmium is
low among consumers in these three countries and few are
familiar with its use in electronic devices.
- Depending on the country, between 60%
and 80% of consumers were not aware of cadmium as a toxic element
and material.
- Up to 78% of consumers were not aware
of cadmium’s current or proposed use in consumer electronics.
- Adults with higher incomes and
education, along with younger consumers (aged 18-24) were more
likely to be aware of cadmium and its proposed use in consumer
electronics products.
Takeaway: Much like lead and mercury campaigns, government needs
to have an explanation as to why consumers are not better educated
and aware (e.g. product hazard labeling) of cadmium.
Consumers are willing to select
televisions and monitors based on the absence of cadmium in order
to have safer products in their homes:
- When educated about Cadmium,
concerns about the dangers take precedence over other quality
factors (price, energy efficiency, etc). The vast majority --
up to 76% of consumers -- say they would be willing to purchase
a device that did not contain Cadmium. Feeling was so strong on
this point that some consumers expressed an opinion that avoiding
purchasing products containing cadmium would be their ONLY
motivation in purchasing a television or monitor.
Germans are particularly focused on
product safety issues:
- German consumers, in particular, put
safety first, with 60% of Germans giving a resounding no to
Cadmium-based products – even if a manufacturer claims the products
are safe.
- If choosing between two devices, one
containing Cadmium and the other without, three in five Germans
would choose the non-Cadmium product as they would not put
themselves or their families at risk.
Takeaway: Government has a duty to inform consumers about the
risks of cadmium since they are not being given full information by
manufacturers.
Proper waste recycling protocols are still
unclear in many countries, multiplying Cadmium’s
dangers:
- The survey identified that general
electronic waste recycling is well developed and understood in
Germany. This is not the same for all countries surveyed and
even for Germany, it is not clear if cadmium specifically is
controlled.
Takeaway: The e-waste effects of products containing cadmium
pose serious potential health hazards.
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1 Survey conducted by Regina Corso Consulting. Because the
sample is based on those who agreed to participate, no estimates of
sampling error can be calculated.
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version on businesswire.com: http://www.businesswire.com/news/home/20170125005342/en/
Tier One PartnersColleen Irish,
617-842-1511cirish@tieronepr.com
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